Creativity and its importance in business （创造力和它的重要性在业务）.pdfVIP

Chapter 1 Creativity and its importance in business Aircraft pollution With the advent of the jet engine and advanced navigational instrumentation the airline industry was born. The death knell was sounded for the transatlantic passenger liners, and as one product life-cycle drew to a close a new one began. The jet engine heralded a paradigm shift in civil aviation, and creativity was needed to harness, to exploit and to market the applications of the newfound technology. Some fifty years on, important questions are now being raised about the viability of air travel in the long term. High levels of environmental pollution from aircraft emissions during flight and the environmental impact of the growth of airports in densely populated areas are only two of the issues that are becoming a cause for concern. Creative thinking is required to find ways of dealing with both of these issues. INTRODUCTION In this chapter we shall review some definitions of creativity and highlight the importance of creative problem solving in enabling business executives to cope with novel or new problems.We give some consideration first to defining creativity and then to distinguishing between creativity and innovation.Various notions exist on how ideas arise in our mind.These are introduced in this chapter and developed further in Chapter 3.Creativity in business is important,and managers need to possess the ability to gain creative insights.We look at the importance of creativity to business and managers, picking out those instances where it is most needed and relating it in particular to the notion of paradigm shift.In the later sections of the chapter we look at characteristics of creative thinking and creative thinkers, highlighting the qualities of a creative person and pointing to how creative skills can be achieved through training.